Multisensory marketing research has shown consumer behavior is influenced by the look, feel, taste, sound and smell of products and services – their sensory signatures - and by congruent combinations of sense stimuli. Furthermore, technologies such as digital smell and taste, as well as virtual touch, can enhance multisensory experiences, provided they are appropriately and ethically deployed. Thus, strategically orchestrating relevant and engaging multisensory experiences and supporting technologies is key to enabling successful customer journeys in the hospitality, tourism, sports and entertainment businesses, and a valuable methodology for the leisure manager’s toolbox. During the course, theoretical concepts will be explored and applied through practical activities, both individually and as a group. Guest talks with experts will provide insights into ongoing scientific research and marketing practice. If possible, a field trip will be included.